Digital Marketing Landscape and Key Tools in Hospitality Industry

Unit 24 –
HOSPITALITY
DIGITAL MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1) Overview of the digital marketing landscape and compare online and offline marketing
concepts..................................................................................................................................1
P2) Key hospitality consumer trends and insights that are fuelling the growth of digital
marketing................................................................................................................................3
TASK 2............................................................................................................................................4
P3) Comparison of key digital tools used by various hospitality organisations.....................4
P4) Development of e-commerce and digital marketing platforms.......................................7
TASK 3............................................................................................................................................8
P5) Development of digital marketing plan and strategy to build multichannel capabilities 8
P6) Explanation of the way in which omni channel is used to meet business objectives....10
TASK 4..........................................................................................................................................10
P7) Measurement techniques and performance metrics for a digital marketing plan and
strategy.................................................................................................................................10
P8) Present a set of actions to improve performance in digital marketing for a chosen
hospitality organisation........................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital marketing is basically associated with the use of the Internet, online devices, mobile
devices, social media along with various search engines and other digital channels that ensures
easy and wider reach and assess to consumers (Kotler and et. al., 2017). Thus, in today’s modern
world it become essential and crucial for all organisation in especially in hospitality sector to
make wider and more effective use of digital marketing to enhance their connection with
customers and to improve their productivity and brand image (Social Media Strategy for Hotels:
Why These Brands Rise Above the Rest, 2020). The current assignment is based on Marriott
Hotel that is well known American multinational diversified hospitality company that is
currently manages and have a franchises of a broad portfolio of hotels and related lodging
facilities across various locations of world and having its headquarter at Maryland, U.S. This
assignment consists of a description about the digital marketing landscape and comparison
between online and offline marketing concept along with opportunities and challenges prevailing
in digital environment. Further, this report consists comparison of various digital tools by
hospitality industry along with development of e-commerce. Beside this, a digital marketing plan
is also there along with techniques to have effective controlling and monitoring of this marketing
plan.
TASK1
P1) Overview of the digital marketing landscape and compare online and offline marketing
concepts.
Marriott hotel is also among those organisation that is having focus on developing better
digital marketing strategy in order to build an enhanced worldwide community of people and
customers who are passionate about travel and are the one who plays crucial role in driving
commerce to its hotel facilities (Kriechbaumer, 2019). Thus, Marriott hotel keeps a close eye on
all recent digital marketing Landscape to enhance its viability and growth. The digital marketing
landscape are basically associated with the constantly evolving and dynamic state of digital
media that consist of new and better ways of advertising including social media marketing, pay-
per-click advertising, influencer marketing that provide a more effective way of interaction and
connection with customers by Marriott hotel. Beside this, the current digital business
environment and digital marketing landscape of Marriott hotel consists of better use of search
1